Ten years ago, mastering your content-management system (CMS) was central to getting ahead in the digital world. But these days, there’s a growing emphasis on delivering a seamless customer experience across multiple channels and touchpoints. What this means is that if you’re still relying on a one-size-fits-all content platform that isn’t personalised to the needs of your user, you’re likely to fall behind – fast.
The rise of the CXP
In September 2014, a survey by research firm Gartner found that 50 per cent of consumer-product investments will be redirected to customer-experience innovations by 2017. This means that businesses that continue to invest in mobile apps, websites, and portals – often based on internal silos – risk alienating their user base.
Customer-experience platforms (CXPs) combine the functionality of a CMS with a delivery system that serves up relevant content across mobile and social channels. And they do this using widgets that make it easy for customers to perform simple actions, such as making a payment or submitting a form. Although CMSs are largely static and rarely address the customer journey, CXPs combine multiple processes into one system.
Should you invest in a CXP?
Like most new technologies, there’s widespread confusion about whether a CXP is worth the investment as well as about precisely what this platform should do. But swapping your CMS for a CXP can:
- take advantage of customer data from various sources both inside and outside an organisation
- track user behaviour to deliver personalised messaging across a constellation of touchpoints, including e-commerce, social media, and mobile apps
- draw on the power of analytics to measure the dollar value of customer experiences and spark opportunities for cross-selling.